Wall's extends into hot pies

Following its entry into the pastry category last year, sausage brand Wall's is to launch a range of Fully Loaded Hot Pies next month.

In-depth consumer research identified "key areas of consumer discontent in pie products", said the firm. These included too much pastry and not enough filling.

Wall's says its range has a thinner pastry casing than its competitors and will be available with a variety of different fillings: Chicken & Bacon (Smokey Sizzler), Chicken & Korma (Curryful Korma), Cajun Chicken (Smokin' Hot Cajun) and Chilli Beef (Hot 'n' Chilli).

An on-pack promotion for the pies will run from 4 October and will offer consumers the chance to win 'Fully Loaded nights'.

The firm has teamed up with 20th Century Fox to offer as the top prize a 'money can't buy' preview screening of Jack Black's new Christmas Blockbuster movie, Gulliver's Travels, in cinemas from Boxing Day.

Wall's entered the pastries market with the launch of a range of sausage rolls and slices in February 2009.